‘Convenience’ cited as key benefit of online food shopping

‘Convenience’ has been cited as one of the top benefits of online food shopping, according to the latest Online Shopper Intelligence Report from Kantar Media Compete.

‘Convenience’ has been cited as one of the top benefits of online food shopping, according to the latest Online Shopper Intelligence Report from Kantar Media Compete.

Retailtimes.co.uk revealed that 60 per cent of the UK consumers surveyed also enjoyed being able to complete their grocery shop at any time; whilst 55 per cent like not having to lug heavy items around and 58 per cent love having their food delivered straight to their door.

Tesco, Asda and Sainsbury’s proved to be the most popular brands when it comes to online grocery shopping. What’s more, the report identified the difference between ‘heavy’ and ‘light’ online grocery shoppers. ‘Heavy’ shoppers buy 62 per cent of their groceries via the internet, whilst ‘light’ shoppers came in at only 28 per cent.

The level of their online payment differs too, with ‘light’ shoppers boasting an average basket value of £82 – which seems small in comparison to the £144 basket of ‘heavy’ shoppers.

Kantar Media Compete’s Jeremy Radcliffe revealed his thoughts on the news, stating: “Our latest… report shows the importance placed by the time-strapped consumer on the flexibility and convenience of doing their grocery shopping online.

“This includes being able to shop at a time that suits them, being able to add purchases to their basket instantly and the availability of new recipes to inspire their shopping lists,” he added. “These are key indicators for how supermarkets can encourage an increase in online grocery shopping.”

The news comes not long after Kantar Media also revealed that ‘deals’ sites (those offering vouchers or money off items) are increasing in popularity. According to Themarketingblog.co.uk, 68 per cent of all online shoppers say they ‘always’ keep their eyes open for any special offers; be it for clothes or groceries.